1. 1 Key Question (recap from previous lessons): Do representations in the media reflect cultural climate or do they create it? Do representations in the media reflect cultural climate or do they create it?

2. 2 The Hypodermic Needle Effect in Film Write a paragraph, analysing the representation and ideology in the image. Write a paragraph, analysing the representation and ideology in the image. How would advocates of the hypodermic needle theory view the effect of this media product on the audience? How would advocates of the hypodermic needle theory view the effect of this media product on the audience?

3. 3 Key Points to Remember… How is the character of James Bond represented in the films? How is the character of James Bond represented in the films?  What visual clues are provided in the image?  What is your reaction to a man, dressed in a formal dinner suit, holding a gun? How might the hypodermic needle effect theory explain your reaction to James Bond, as a media icon? How might the hypodermic needle effect theory explain your reaction to James Bond, as a media icon?

4. 4 The Hypodermic Needle Effect in Film Write a paragraph, analysing the representation and ideology in the image. Write a paragraph, analysing the representation and ideology in the image. How would advocates of the hypodermic needle theory view the effect of this media product on the audience? How would advocates of the hypodermic needle theory view the effect of this media product on the audience?

5. Audience Key Points to Remember

6. 6 Key question: Key question: how much influence does the media have on the way that audiences behave and live their lives? Think of a number of different ways that audiences might react to extreme violence or sex on TV or in films. How do you personally react to violence in the media?

7. 7 Aims of this session To clarify your understanding of the concept of audience To clarify your understanding of the concept of audience To clarify the connection between audience, representation and ideology To clarify the connection between audience, representation and ideology To consider the extent to which audience influence media institutions To consider the extent to which audience influence media institutions

8. 8 Definition of ‘Audience’ The people who consume or interact with media products are referred to as the audience. The people who consume or interact with media products are referred to as the audience. It is essential to consider audience when analysing the media and when producing your own media products. It is essential to consider audience when analysing the media and when producing your own media products.

9. 9 Who is the Audience? A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. Various demographic models of audience exist, either by social or economic status, Various demographic models of audience exist, either by social or economic status, Takes into account job, income, educational background, etc

10. 10 Who is the Audience? A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. Various demographic models of audience exist, either by social or economic status, by lifestyle Various demographic models of audience exist, either by social or economic status, by lifestyle “aspirer”, “seeker” etc

11. 11 Who is the Audience? A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. A target audience may be identified as either mass (or mainstream) or niche and the product may be marketed to reach that audience. Various demographic models of audience exist, either by social or economic status, by lifestyle or by media consumption preferences. Various demographic models of audience exist, either by social or economic status, by lifestyle or by media consumption preferences.

12. 12 How much influence does the media have on the audience? The Passive Audience The Passive Audience = a model which has the audience being directly affected by what they see- hypodermic needle model Imitation: Imitation: some people will be encouraged to copy the behaviour they see in the media. Catharsis: Catharsis: By seeing violence second hand, audiences will release their own aggression and frustrations, thus becoming more relaxed and non-violent Desensitization: Desensitization: seeing so much violence causes audiences to become numb and accepting, rather than being influenced.

13. 13 How much influence does the media have on the audience? The Active Audience The Active Audience = a model which has the audience able to resist media messages and come to their own personal position alongside the media Selective Exposure: Selective Exposure: an audience will only expose themselves to media whose ideology they share. Selective Perception: Selective Perception: an audience will interpret what they see so that it is consistent with their own beliefs. Social Group Identity: Social Group Identity: cynicism or resistance to the media is created and nurtured by the social group to which an individual belongs.

14. 14 Case study- BOND Watch an extract from the James Bond film ‘You Only Live Twice’. As you watch, make notes on the areas below: Representation: Representation: How are various social groups (eg men, young women, the elderly) represented by this film? Ideology: Ideology: What ideas, opinions or values are being suggested by this film? Audience: Audience: How might the events and ideology in this film affect an audience?